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Brands. We encounter them every day, we love them, we trust them. But how much do we know about them? Isn't a brand just a product with a bright label or a clever name?

Brands and the entire branding industry are shrouded in numerous myths. For example, that brands are just a way to charge you more for the same product, that only consumer goods are brands, that branding is only about a logo and advertising. So how do you figure out what is true and what is fiction?

You are looking at a book written by renowned branding experts Andy Milligan and Simon Bailey. They know better than anyone else what brands are and what their value is, what makes a brand successful and how to choose a good name for it. They will challenge the most common misconceptions about brands and branding, debunk established myths, and share the most up-to-date information about the practical application of branding. They will talk about what good brands are, how they win our loyalty and whether the customer is always right. You will learn what makes Coca-Cola special, why we like IKEA so much, and how Beckham managed to create his own brand.

«Branding Myths» — is a book not only for brand owners or branding specialists, it is a book for everyone, because we are all brand consumers.